Despite indie beauty acquisitions slowing down in Q1, indie beauty brands themselves only picked up speed. In our latest EMEA Indie Beauty Debrief, we investigated several of Q1’s top-performing EMEA-based indie beauty brands, highlighting significant Earned Media Value (EMV) success from Viseart, Dr. Barbara Sturm, and The Inkey List. The common theme across these winning brands? A product- and ingredient-forward approach, along with an enthusiastic squad of influencers. Here’s a sneak peek into what’s driving growth for these brands—be sure to check out the full report for all the details.
Wins Support From Makeup Artists
Since launching in France in 2000, Viseart has built a strong reputation for high-quality products. The cosmetics brand earns consistent shout-outs among global makeup artists for its eyeshadow palettes, and Q1 proved no exception: mentions of Viseart’s colorful 08 Editorial Brights palette—perfect for edgy, artistic makeup looks—accounted for 9% of the brand’s Q1 EMV. Thanks to its palettes’ online popularity, Viseart saw a 13% quarter-over-quarter EMV boost in Q1.
Germany: Dr. Barbara Sturm
Benefits From Celebrity Endorsements
Known for science-backed luxury skincare offerings, Dr. Barbara Sturm enjoyed a 23% quarter-over-quarter EMV growth in Q1, largely thanks to organic celebrity endorsements. For instance, some of Dr. Barbara Sturm’s top EMV-drivers in Q1 included actress Emma Roberts, model Chrissy Teigen, and tennis champion Maria Sharapova, all of whom credited the brand for their red carpet-ready complexion. These celebrity endorsements have snowballed into broader support among influencers: Dr. Barbara Sturm’s content creator community swelled 16% from Q4 2019 to Q1 2020.
U.K.: The Inkey List
Transitions From Newcomer to Influencer Favorite
Bursting onto the affordable skincare scene in April 2019, The Inkey List has quickly built a strong foundation of influencer support for its no-frills approach to affordable, ingredient-focused skincare. Often compared to The Ordinary, The Inkey List saw a 33% EMV surge from Q4 to Q1—the highest quarter-over-quarter EMV increase of the brands profiled in this quarter’s report. Much of this growth stemmed from popular skincare vlogger Hyram Yarbro, who contributed 26% of The Inkey List’s Q1 EMV.
Be sure to check out the full report to learn the details behind these brands’ success, including each brand’s total community size, EMV trajectory from Q1 2019 to Q1 2020, and the products and campaigns fueling influencer support.
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